MARKETING CANADA TO TOURISTS and SARS Crisis

MARKETING CANADA TO TOURISTS IN THE WAKE OF SARS

Tourism is an important part of many economies, particularly those economies that have relatively few travel restrictions for international tourists. When severe acute respiratory syndrome (SARS) outbreaks occurred in Hong Kong and Singapore, travel to Asia dropped dramatically. When the illness was discovered in Toronto, Canadian tourism declined sharply. Despite the relatively low risk of catching SARS, and the fact that the illness was quickly contained, tourism to Canada in general--and to Toronto in particular--has been slow to recover. Even domestic travel to Toronto fell as a result of the SARS outbreak. This research considers the issue from a marketing perspective, including the actions that were taken to help Toronto boost its tourism numbers.

SARS was first reported in Hong Kong and China, and was later reported in Toronto in March 2003. The disease, with its flu-like symptoms, killed 40 people in Canada, a number significantly lower than the number who die from influenza every

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